Based on recommendations

Mermelstein, Ellen; Abu-Shalback Zid, Linda
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p4
The article gives advice on maximizing the revenue generated by online consumers in the U.S. To do this, merchant Web sites must be able to offer relevant recommendations quickly and with minimal customer input. Authors Arnaud De Bruyn, John C. Liechty, Eelko K.R.E. Huizingh, and Gary L. Lilien propose a framework to help companies develop recommendation systems, which can provide quality advice to their impatient and first-time online visitors. To begin, they perform a conjoint analysis on a representative sample of individuals to elicit and measure their preferences. The authors compare three approaches for linking the characteristics of individuals to their preferences, to identify the most informative demographic and product usage questions.


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